2018 Winners & Shortlists

The Campaign

Home is a feeling.

Creative Execution

A villa in Villanova is more than just a house, it's a home where young families can develop together. In our film a young girl prepares for the homecoming of her newborn baby sister. She divides all her belongings by two and uses them to decorate the nursery.

The emotionally driven approach struck a chord with audiences on all social channels. The interaction rate with the video on Facebook was 15.9 x higher than the average interaction rate. Awareness among the target audience grew to 47% during the campaign period and sales index growth was 604, compared to a baseline of 100.

Our goal was to create awareness and interest among young families in Dubai for buying property in the Villanova community, which is under development. To do so, we went beyond what's common practice in local real estate advertising: show rendered architectural images with a starting price. We knew that to our audience, a house has deeper meaning than just its design and a price tag. Their house is a place where they feel they belong and can progress their lives together. We had an opportunity to position Villanova not just on the basis of its product (villas) but on the deeper emotional value it represents. Our campaign made it clear that when young families buy property in Villanova they don't just buy a house, they buy the feeling of home they value so much.